Where on Earth Are the Customers?
The online store has just been launched: products are up for sale, payments work, and the layout looks professional. Yet, there are no orders. Where are the customers?
Common reasons why an online store doesn’t sell:
- No one can find the store
- Lack of trust
- Customers don’t return
We compiled an article on the challenges of starting an e-commerce business together with the experts from eShop First, diving into the solutions behind a successful online store.
“Entrepreneurs often perceive an online store as finished once the technical implementation is done – but the real game only begins with marketing,” states Petteri Pajari, founder of eShop First and long-time e-commerce professional.
Like a brick-and-mortar shop in the middle of the wilderness without signposts, your online store waits for customers in vain: “The goal is to reach the top of search engines – the ‘Oxford Street’ of e-commerce – through SEO. A digital storefront is utilized with an attractive offering, smart pricing, and boosted by timely, relevant marketing.”
No One Finds Your Store – Lack of Traffic Kills Sales
“SEO and Google Ads are not ‘set and forget’ solutions. They require constant optimization, especially as AI searches shift the goalposts from traditional keyword optimization to broader contexts,” reminds digital marketing expert Sampsa Vainio from eShop First.
Without traffic, even the most stylish store is invisible. How do you increase traffic?
- Solution 1: Search Engine and AI Optimization (SEO/GEO). Optimize product pages with key terms that customers with purchase intent actually search for – don’t just compete with generic keywords. “In 2026, AI-based searches favor high-quality content, functional product feeds, and topical clusters,” Vainio emphasizes.
- Solution 2: Paid Advertising. Google Ads and Meta provide rapid visibility. “Start with a small budget and let the algorithms learn in peace – don’t get frustrated quickly and cut the game short,” advises eShop Sales Manager Eetu Leino.
- Solution 3: Social Media. TikTok and Instagram Reels aren’t just for entertainment: “TikTok short-form videos and livestream selling can multiply store conversions quickly. Video marketing should definitely be included in the plans from the very beginning. Note that social media posting and social media advertising are different things, and both have their own role,” Leino adds.
Example: An eShop First client increased their Shopify store’s monthly sales from €14,000 (Jan 2025) to over €29,000 (Jan 2026) with Meta and Google campaigns. “Data-driven continuous testing, the right channels, and great products are behind the success,” Vainio confirms.
Lack of Trust – The Customer Hesitates to Buy
“The first impression is formed in 5 seconds. If delivery terms are unclear, images are low quality, or there are no reviews visible, the customer will quickly flee to the competitor,” says brand and marketing expert Elias Ahola from eShop First. Trust doesn’t happen by itself.
- Professional Brand: Functional pages, consistent and clear layout, high-quality images, and mobile-friendliness.
- Feedback Elements: It’s worth collecting customer feedback and displaying it boldly. It also helps in developing the product range.
- Shipping and Returns: “Promise 1–3 day delivery and make it a reality – in our experience, it increases conversion by 20%,” Ahola tips.
- Customer service: Chatbots, personalized service, and fast response times (under a minute) can bring up to 30% more sales.
Sauli Hietala, eShop’s e-commerce logistics expert, also brings the role of logistics into the conversation: “Integrate real-time tracking into shipments – the customer sees the package on the move and trusts the process.”
The Customer Doesn’t Return – Retention Determines Long-Term Success
The first visit is expensive; a loyal customer is gold. “Newsletters and remarketing keep your brand top-of-mind,” Pajari reminds.
- Automations: Abandoned carts and birthday discounts.
- Newsletters: “Target based on purchase history – open rates rise by 40%.”
- Programs: “Loyalty programs bring 5–7x more revenue than new buyers.”
Don’t forget analytics: “Google Analytics and the store’s own reports tell you where the customer drops off,” reminds Vainio.
Marketing is an Investment – Not a Target for Cuts
“Many cut off ads too quickly when sales don’t start growing immediately. It’s like shifting to neutral on an uphill slope,” Ahola laughs. Algorithms need data to learn – continuous and long-term effort puts power under the hood. “Start by investing 20% of your turnover into marketing. Don’t think of it as an expense, but as the fuel that grows your business bit by bit.”
Finally: The Starting Gun, Not the Finish Line
An online store is a process, not a project. “The launch is just the beginning – the marketing strategy and the marketing machine are what propel your platform forward,” Pajari concludes. “If the sound of the cash register quiets down, check the status of your marketing and think about how you could develop it.”
Need more power for your marketing? Contact the eShop First team – Sampsa, Petteri, Elias, Eetu, and Sauli will help with the assessment. Start today, sell tomorrow.